Fior Fiore Packaging Redesign U.S Market

Agency: QNY Creative
Creative Director: Ezio Burani
Art Director: Samantha Clemente and Iker Iza
Graphic Designer: Ana Camero
Copy Writer: Valentina Robotti
Marketing Strategy: Eugenio Perrier
Location: United States
Project Type: Produced
Client: COOP ITALIA
Product Launch Location: United States
Packaging Contents: Sweet and Savory Snacks
Packaging Substrate / Materials: Cardboard, Plastic
Printing Process: Offset and Flexography

Italy #1 Grocery Brand Looks Towards the Future

Fior Fiore, Italy’s number one brand from Italian grocery chain COOP is unveiling a new look for its product portfolio with strategy and design by QNY Creative starting with indulgent treats and snacks on shelf in the coming fall.

Fior Fiore, famed for its passion for the quality of its food, approached QNY to help refresh the range in line with a new brand proposition for the U.S. market “The experience of authentic Italian food. Every day.”

QNY has created a look for the Fior Fiore range that truly reflects the love, care, and passion that Fior Fiore is born from. With a consistent design architecture that communicates the quality of the products, as well as gives Fior Fiore the opportunity to expand the range, continue their mission of sharing the love for authentic Italian food and inspiring consumers to try new indulgences every day without breaking the bank. “We worked closely with the Fior Fiore team, undertaking consumer research to create a strategy that best communicated the brand’s ethos, celebrating its love for the best, authentic Italian products and local producers who, for generations, have handed down passion, commitment, and know-how and helping to bring their products directly to your table,” said Ezio Burani, Creative Director of QNY.

The new look for Fior Fiore was born out of the new brand proposition “The experience of authentic Italian food. Every day.” Keeping the plum background and subtly evolving the brand logo to ensure instant recognition for shoppers on the go, the brand refresh reflects a dash of effortless style, and the beauty and the simplicity of the Italian countryside. This inspired the creative direction with its stripped-back craft paper and clearly center placed product images. To celebrate the vast variety of Italian regional products at your table, geographic origin maps and product storytelling were moved to the front PDP.

Current assets as the brand signature colors were refined and new elements such as the photography developed to create an effortlessly stylish yet appetizing look. Strong product shots are showcased proudly on each packaging to reinforce the pride and confidence of the brand, all to hero the quality expected from Fior Fiore.

What’s Unique?
The new look for Fior Fiore was born out of the new brand proposition “The experience of authentic Italian food. Every day.” Keeping the plum background and subtly evolving the brand logo to ensure instant recognition for shoppers on the go, the brand refresh reflects a dash of effortless style, and the beauty and the simplicity of the Italian countryside. This inspired the creative direction with its stripped-back craft paper and clearly center placed product images. To celebrate the vast variety of Italian regional products at your table, geographic origin maps and product storytelling were moved to the front PDP.